Lesya Lysyj, chief marketing officer at Heineken USA, discusses how the brand broke away from traditional beer advertising, agency relations, and the industry's media efforts.
Intuit’s Adrian Parker views social and mobile as a marketing marriage made in heaven. Learn how Intuit is better connecting with and serving its customers.
Brand marketers have a cornucopia of tools and channels that enable them to collect data with a level of accuracy and effectiveness undreamed of just a few years ago. Reexamining metrics will lead to better data-driven decisions.
The goal of a new marketing effort is to help marketers gain clarity — 20/20 vision, as it were — as they steer their organizations through a transformative era. Brands must focus on marketing strategy, structure, and capabilities in order to achieve 21st-century growth.
Marie Devlin serves customers’ passions at American Express. Her team is getting out the message that American Express has cards and services for everyone, and promoting membership benefits provided by products across the portfolio.
In this survey, the ANA sought out critical insights about how companies are measuring the results of their sponsorship and/or event marketing initiatives.
While companies have been taking more advertising and creative functions in-house over the past decade or more, the trend has accelerated recently. In fact, businesses with in-house agencies are now squarely in the majority.
Brand marketers are working to connect with the new “general market." Today marketers are creating robust marketing plans that consider not only Hispanics but all consumer segments.
Patent trolls are firms that purchase broad patents created by others solely for the purpose of suing, or threatening to sue, legitimate companies that use certain technologies, devices, or business methods. The momentum is on the marketing industry's side to nip this challenge in the bud.
Value demanded by clients will only increase as the industry adjusts to mergers by giant agencies. Bob Liodice, president and CEO at ANA, says this transformation must proceed with increasing speed and effectiveness for brands.
Outdoor advertising flexes new-media muscle with Clear Channel’s Independence Day campaign. The campaign started with making media that seemed old — outdoor advertising — new again.
Designing a mobile campaign? Here’s what billions of monthly signals have taught us.
These days everyone is staying connected — and doing a whole lot more — via mobile devices. Marketers are now tasked with integrating the brand experience into consumers' daily mobile lives.
Reap the rewards of dynamic advertising — it’s what consumers crave. The personalization of mobile devices demands a response from advertisers.
In a multidevice world, targeted ads help lead consumers down the purchase funnel. Three steps can help lead to effective cross-screen sequencing.
The road to alignment between marketing and IT has not been easily traveled, but big data may be changing all that. Learn best practices for CMO and CIO cooperation.
Advanced marketing analytics is the way forward. Six tips for building an analytical culture will ensure you won’t be left behind.
We are awash in data, and our ability to process, analyze, and manage this data is directly correlated to our incumbent understanding of the data’s rich value. Discover 10 best practices for a marketer's big data journey.
Chris Sloan, assistant vice president and senior corporate counsel at Liberty Mutual, discusses how social media, legal issues, and premium suppliers can affect a brand's sports sponsorship program.
Brands struggling to gain market share often look to “reinvent” themselves as if it’s some kind of panacea. Gap's Seth Farbman took a more purposeful approach and focused his attention on the core assets of the company.